The creative idea was to take the ownership of thre screens to another level beyond just flighting a TVC. Having identified key screens at the security check-in visible whilst you wait, when you check in and after checking in; this gave us an opportunity to make the screens communicate to the travellers.The screens became a live weather - each screen representing a different city in Cape Town. The BMW 6 Series convertible would react to varying weather forecasts (i.e. the roof would close in cities where it was raining, open for the converse). The background imagery would also change depending on the whether it were night or day.The screens offered a perfect and easily manageable marriage between the OOH medium and a digital back-end interface.

A first in South Africa in taking the ownership of the screens beyond a standard TVC placement.Over 400,000 travellers were exposed to the message per month.The camapign won a Gold at the Assegais for creative use of media.